SodaStream’s Cautionary Tale
A great article on the importance of defining your brand and your value here in Fast Company. SodaStream is in the process of clawing its way back into the American market after a disastrous year pursuing the wrong audiences and pushing the wrong messages. Great reading, however we’re inclined to dispute SodaStream CEO Daniel Birnbaum’s claim that Americans don't care about the environment. Americans definitely do care, the problem is that environmental responsibility is rapidly becoming a table stake, something consumers are simply coming to expect from packaged goods sellers. Show me what’s different and valuable here. That’s what consumers are demanding. It’ll be interesting to see what SodaStream does next!